what makes the internet click?
DESCRIPTION
What Makes the Internet Click?. Rodney Webster - ValueClick Japan http://www.valueclick.ne.jp/. 1. The Internet Advertising Industry. What’s a banner ad?. Server for web page. This Space For Rent. Server for banner. 1. The Internet Advertising Industry. - PowerPoint PPT PresentationTRANSCRIPT
What Makes the Internet Click?
Rodney Webster - ValueClick Japanhttp://www.valueclick.ne.jp/
1. The Internet Advertising Industry
What’s a banner ad?
This Space For RentServer for web page
Server for banner
1. The Internet Advertising Industry 1994 First banner ad on Wired (468x60) Now
120x240120x600125x125300x250468x24468x60728x90
GIFGIF AnimationHTMLFlashStreaming VideoPop-up / under
The Internet in Japan
Access Media International: Internet White Paper 2001
Japanese Internet Users
05
10152025303540
Oct-95 Mar-97 Jul-98 Dec-99 Apr-01 Sep-02Date
Use
rs (
1,0
00
,00
0)
Internet Access Location (2001)
Home &Work /School
27%
Cell /PHS20%
Work /School
17%
Home36%
The Internet in Japan
Access Media International: Internet White Paper 2001
1. The Internet Advertising Industry
Then: Sites selling their own space
Now: Agencies recruiting sites and selling that spa
ce Mobile Advertising Network (i-Mode)
1. The Internet Advertising Industry
Recruit Sites Sell Internet Advertising
Marketing Models CPM – Cost Per 1,000 CPC – Cost Per Click CPA – Cost Per Action
‘Inventory’ Impression Click Through (Rate) Conversion
Rank アドネットワーク 広告Reach %
1 ValueClick Japan 40.142 CyberAgent 37.523 ValueCommerce 32.134 DoubleClick 27.095 CCI 19.806 E-Classis 17.197 DAC 6.73
バリュークリックの広告リーチ
出所：
Nielsen//Netratings, BANNER TRACK CUSTOM （ 2001 年 8 月）より作成。
BANNER TRACK CUSTOM は全てのアドネットワークスを対象としたものではありません。従ってランキングされている以外のアドネットワークスは存在します。
また、 Doubleclick. のデータはダブルクリック社のアドネットワーク部分のみの配信量を推計したものです。なお、アドサーバーの数値については、配信サーバーの一部のみをカウントしたものである可能性があり、その規模を単純に比較するものではありません。
2. ValueClick’s AD Delivery System
Figures for October, 2001 Web Advertising Network
12,800 sites 30,000,000 PV / day
Mobile Advertising Network 1,250 sites 19,000,000 PV / day
2. ValueClick’s AD Delivery System
Database
DYNAMO
SYSTEM
Banner request
Banner
Inventory Logging impressions, clicks, etc.
2. ValueClick’s AD Delivery System
ValueClick System (Software) OS: RedHat / FreeBSD Web Server: Apache Programming Language: Perl Database: MySQL All (Virtually) Free!
http://www.perl.org/: Web site infrastructure and support supplied by ValueClick
2. ValueClick’s AD Delivery System
Features Targeting
Area: country / prefecture / area code Domain type: “co.jp”, etc. Time: day of week, hour
Banner types GIF HTML JavaScript Java Shockwave Streaming Audio / Video
2. ValueClick’s AD Delivery System
Features Online interface – via Web browser Updated in real time
Host site statistics Campaign statistics & control
3. Privacy – What We (Don’t) Know
Track IP addresses only No database of personal information Database & cookies only used for banner
delivery & preventing cheating (clicking own ad, etc.)
3. Privacy – What We (Don’t) Know
People can only know your personal information if you give it to someone
Mid-2000, DoubleClick planned to link database of personal information to ad serving system: complaints from activists caused plan to be cancelled
3. Privacy – What We (Don’t) Know
How it can work…
YOU
Name, credit card, address, etc.
Cookie:Unique ID #
DoubleClick
WebSite
ShoppingSite
Same unique ID # used to get information to identify you in DB
Cookie:Unique ID #
3rd Party DB of
personal informatio
n
3. Privacy – What We (Don’t) Know
Levels of paranoia1. Don’t give out your personal information
2. Don’t shop on-line
3. Use an open 3rd party proxy
4. Use software to randomize: Proxy Browser type Cookies
5. Unplug computer
6. Wrap head in tin foil
4. The ValueClick Network
100M line - traffic peaks around 30Mbps Around 30 servers Running 24 hours, 356 days a year One delivery server down can bring
down host sites!!!
4. The ValueClick NetworkLoad Balancers Foundry Networks http://www.foundrynetworks.com/
Load Balancer
Web Servers
HTML Request
xxx.xxx.xxx.xxx virtual IP address
5. Network Maintenance
Keep it running If it’s down get it back up Data recovery The Answer:
Don’t do anything! Automate, automate, automate…
5. Network Maintenance
Server Monitoring
Multi Router Traffic Grapher (MRTG) http://people.ee.ethz.ch/~oetiker/webtools/mrt
g/mrtg.html
This is *not* normal…
5. Network Maintenance
Server Monitoring
SiteRock – http://www.siterock.com/ Provide 24 hour monitoring of servers If problem occurs, contacted immediately
Don’t modify network without warning them!
5. Network Maintenance
Server Monitoring
xstats
Don’t modify network without warning them!
5. Network MaintenanceBackups Veritas disk mirroring http://www.veritas.com/ Tape backups
Tape backup
Backup server
HDD 80G x 2 + …
tar + gunzip + ftp
5. Network MaintenanceAutomation – the magic of cron Can be set minute / hour / day / etc. Used for:
File backups, transfering to backup server, dumping to tape
Checking security: accounts, passwords, etc.
Check result of backup, disk space, etc. cron can mail results to multiple email a
ddresses
5. Network MaintenanceSecurity The obvious stuff:
Shutdown unnecessary services Close unused ports Use secure login methods: ssh, kereberos
The weakest link is the human one Restrict password access to essential pers
onnel Use shared key login, so passwords not ne
eded (login terminal must then be secure)